GVC recruits online addiction specialist to improve RG measures

GVC has hired a Nottingham Trent University professor of behavioural addiction and psychology as a special adviser on player protection and safer gambling issues. Dr Mark Griffiths will audit GVC’s policies and responsible gambling processes, suggesting improvements where applicable in his new role with the FTSE 100 operator. Griffiths is considered an expert in this field and has more than 30 years’ experience in studying online behaviours and addiction. He was part of the World Health Organization (WHO) working group which formally recognised “gaming disorder” as a psychological condition in May 2019. “I’m delighted to be joining GVC at this time because it gives me an unprecedented opportunity to help deliver innovative technological advances supported by evidential scientific research to improve player protection” Griffiths said. “I plan to apply the understanding and specialist expertise built over a long career in psychology to reduce the risks of problem play.” The appointment is the latest part of GVC’s new Advanced Responsibility & Care (ARC) programme unveiled by the operator as part of its wholesale strategic realignment and transformation to Entain PLC. The ARC programme encompasses scientific analysis of player behaviour to inform the enhancement of player protections, with players assigned dynamic risk ratings based on predictive models. Earlier this month, GVC launched two safer gambling-related pilot programmes in partnership with neuroscience-based gambling-harm prevention company Mindway AI and independent game data specialist Future Anthem. “We know the most responsible operator will also be the most successful operator, which is at the heart of Entain and our new strategy,” GVC CEO Shay Segev said. “Our investments in new technologies, and partnerships with Dr Griffiths and Harvard, underpin our firm commitment to providing customers with the safest and most enjoyable player experience possible,” Segev added. Elsewhere, GVC has agreed a US-facing partnership with Conscious Gaming to become the first official partner of PlayPause, a newly launched multi-state responsible gambling tool. PlayPause will launch with GVC’s US-facing BetMGM joint venture early next year.